The credit card company’s MasterCard Advisors Media Solutions Group is able to provide companies with information telling them when customers are likely tospend and who is most likely to buy their products.
“What if you could know thebiggest week for spend and then reach those shoppers who are twice as likely to spend leading up to that week and then create campaigns?” asked Susan Grossman, senior vice president at MasterCard Advisors Media Solutions Group in an online presentation entitled “Leveraging MasterCard DataInsights to Reach Holiday Shoppers”
MasterCard, which processes 34 billion transactions a year in 210 countries and territories, said it started the initiative in February.
To build a targeted audience which can then be sold to a company, MasterCard starts with billions of anonymous transaction, which it then aggregates into small segments which comprise of similar transactions. When they create an audience the analytics is performed on these segments and not individuals.
Ms Grossman said protecting privacy was “core” to MasterCard’s values.
